Age: 42

Gender: Female

Occupation: Marketing Director at Tech Solutions Inc. (London, UK). She manages video production for product launches and brand storytelling initiatives, seeking high-quality, cost-effective solutions to maintain a consistent video presence without the overhead of in-house teams. She oversees digital strategy to boost online engagement and brand leadership in the competitive tech sector, focusing on efficiency and scalability to meet the evolving needs of their fast-growing company. Ava values vendors who offer flexibility and quality, ensuring each video aligns perfectly with the company's strategic vision. She uses video for external marketing, but wants to use video to communicate strategy internally as well as improve training content and employee satisfaction.. Given her London location, Acumen's headquarters is a good fit for her needs.. She needs help with brand building, content marketing, and digital strategy, so she seeks high quality video production and digital marketing services to establish her firm as a thought leader in the tech industry and boost brand awareness.. She seeks a partner that is both cost effective and flexible.. She subscribes to the Gold level membership to support her brand building and video strategy, allowing her to produce consistent content through the year and ensure the success of her online marketing campaigns. She is comfortable on all three main platforms and is active on at least 2 social media platforms daily. She tends to read research and case studies over watching videos herself so she finds social media more for her company than for her own personal consumption.. She is a high earner and thus price is not the most significant consideration when evaluating video strategies.. She is most active on LinkedIn, Twitter, and Youtube, with some presence on Instagram, so she prefers to manage all channels in one place through subscriptions.. She often works long hours and has limited personal time, yet is still active on social media and makes it a habit to exercise every morning and cook with her spouse every evening. She has been successful as a director, however, is sometimes frustrated by challenges working cross-functionally and ensuring that video content aligns with the overall company strategy and goals, but she is committed to overcoming these through high quality collaboration.. Her personal social media usage has a focus on thought-leadership, including engaging with posts on video trends and digital marketing strategies.. She values family time over all else outside of work and is most looking forward to when she can have her first child after settling into her role as director. Overall, Ava is deeply invested in her career, and is eager to see her marketing campaigns improve her firm's brand standing.

Education: Master's Degree, Marketing

Age: 48

Gender: Male

Occupation: Creative Director at AdTech Agency (New York, US). He oversees video production for client campaigns, seeking innovative video solutions to capture audience attention and drive results. He needs video content that generates leads and has high customer engagement, and also needs to find solutions within budget and on time, making Acumen's video production subscription a good potential match. He uses multiple digital channels and wants to improve customer retention, especially through thought leadership in his work as a creative director at AdTech. New York, where he is based, is one of Acumen's primary locations. Given his goals, Ethan needs to ensure that his videos perform well on social media and as part of paid advertising, so he is an excellent match for Acumen Media. He also wants to make his team more effective, so video usage can improve team training. His subscription is at the platinum level. He is highly active on LinkedIn and Facebook, where he engages in industry conversations, and also has a strong presence on YouTube, where he learns about innovative advertising solutions. He is deeply enmeshed in social media for both professional and personal use, but wants to improve his own personal use as well to be up to date on key trends. His personal social media usage includes engagement with family and friends on Facebook and industry insights on LinkedIn. His frustrations are generating revenue with video, not being able to find the time to make it, and having the team too comfortable to try anything new, but he is committed to finding novel solutions for his firm. Ethan also is married with a 2 year old and is extremely dedicated to his family in his free time. He also focuses on maintaining a healthy lifestyle through yoga and exercise. Despite his healthy lifestyle and focus on his family, he also cares deeply about professional success. In his free time, he is trying to get better at painting, to the point where he can sell his art.

Education: Bachelor's Degree, Communications

Age: 38

Gender: Male

Occupation: PR Manager at Global Communications Firm (Berlin, Germany). He focuses on brand storytelling and internal communications, needing quality videos that enhance company reputation and improve employee engagement. Berlin is one of Acumen's primary locations. Hans also is highly attuned to social media as an important factor for improving brand reputation. Given that he focuses on internal comms and external reputation, Hans has a subscription to Acumen's Gold service, which enables him to create consistent content at a flexible price point. He is very active on Instagram, TikTok, and LinkedIn, where he stays up to date on trends and connects with industry professionals. His personal social media use includes sharing family photos on Instagram and short videos on TikTok, and he is looking to expand his social media presence. Despite the importance of his work to his identity, his priority outside of the office is his community and he volunteers every weekend. He also enjoys gaming, however, is often frustrated by online interactions in gaming communities. He sometimes struggles to measure the value of public relations campaigns, and is committed to finding and using better analytics to justify marketing spending. Hans is also frustrated by keeping up with the newest video trends, but he is committed to learning more about the use of new social media features for marketing, so seeks a partner in Acumen Media to make this work.

Education: Bachelor's Degree, Public Relations